CAPTURING THE SPIRIT OF THE COMPANY
The purpose, vision, mission, values, and strategy of a company affect every detail of what a company does. These are not ideas loosely thrown around at quarterly communication meetings, they are tools. Leaders of the company have to internalize them and utilize them as a guide for action. For effectiveness, they, and everyone working with the company must live up to them; they are the foundation, the direction, the standard, so that everything they do in regards to the company lives up to these; then they must infuse these pillars of organizational strength and integrity into every employee.

This can be a big task, yet today, more now than ever, discovering, rejuvenating, and maintaining the spirit of a company will be the essential glue for sustainability. Look in the mirror. How is your business doing? How are you doing? Consider the degree to which you have all of the following in place.

Purpose is an aim or a goal for which the company exists.

Vision tells why the company is aiming for this goal. The vision should exceed the obvious barriers, and rise above individuals' fears. It should align the ambitions and desires of the team, giving them a way to create the bridge between today and what the future holds. A lack of vision dooms a company to becoming mired in trivialities.

Mission defines the company's actions to reach its objective. The mission supports specific goals, products, services, and activities in which the company engages. It transforms the purpose and vision from nice ideas into definite actions.

Values state clearly the principles, standards, and qualities considered worthwhile or desirable in the company. These reflect the character of the people leading the company, define the character of the company, determine how the company conducts business, and establish how people are treated inside and outside of the company.

Strategy maps the sets of activities, goals and measurements of success. Strategy defines how the company will do its business. It sets goals for every action the company takes and defines success and failure. It is road map for all the operations.